Category

Experimentation Culture

A successful experiment on its own is great, but it becomes even more significant when it is part of a sustainable bigger picture.

About the category

This category recognises organisations that successfully embed experimentation into their way of working.

Examples include experiments or initiatives in:

  • Scaling the number or quality of experiments
  • Building internal support and buy-in
  • Embedding experimentation in teams and processes
  • Training and educating teams on experimentation
  • Cross-functional collaboration (marketing, product, data, IT)
  • Creating governance, frameworks, or Centres of Excellence

Success in this category is often measured through:

  • Growth in experimentation velocity or maturity
  • Increased adoption across teams or departments
  • Stronger stakeholder alignment and support
  • Impact on strategic decision-making
  • Organisational efficiency or process improvements
  • Measurable business impact driven by experimentation

Examples of cases:

  • Increasing experimentation output across teams or markets
  • Building a business case that secures budget and leadership support
  • Embedding experimentation into product or marketing workflows
  • Using experiments to influence strategic decisions or product direction
  • Driving organisational change through a structured experimentation programme

How to submit a case

New this year is the two-step submission process. You can choose the process you prefer. Carefully review if your case fits the category and criteria and submission rules before submitting your entry.

1. Start with a short initial submission. If selected for the shortlist, you will know it’s worth investing time in the full case.

Download Short Entry Format
Deadline: 26 June (before 17:00)
2. Submit only the full submission entry form.

Download Long Entry Format
Deadline: 18 September (before 17:00)
Enter your details below and upload the entry format in PDF.
Click SUBMIT CASE
Block all important dates in your agenda

Entries can be submitted in Dutch or English.

We’re happy to support you in proposing a case submission from your team. Below, you’ll find an example email you can use to approach your manager.

Download Example email for case submission

Important dates

26 June (before 17:00)
Deadline shortlist submission

30 June
Notification of selected shortlist submissions to start full case submission

18 September (before 17:00)
Deadline full case submission

28 September
Announcement of the nominees

8 October
Jury Day: nominees present their case to the jury via an online call

5 November
Presentations of all nominees at Experimentation Heroes 2026 and the announcement of the winners

Examples of previous Experimentation Culture Winners

PostNL

Case: embedding experimentation into strategic decision-making

Scaling experimentation into organisation-wide value
The case of PostNL demonstrates how experimentation can evolve into a core driver of business value. In a challenging market, the organisation shifted from using experimentation as a validation tool to a strategic mechanism for value creation. By focusing on financial impact and transparency, PostNL built a culture where management, product, and finance operate with a shared understanding of value. A strong example of how experimentation can be embedded into decision-making at scale.

NS International

Case: Debunking A/B testing illusions: the path to reliable results

From testing at scale to testing with certainty
NS International redefined its experimentation approach by shifting the focus from volume to validity. In collaboration with academia, the team introduced stricter statistical standards and a clear distinction between exploratory and confirmatory testing. This resulted in more reliable insights, better decision-making, and a more transparent experimentation culture. A compelling example of how challenging existing methods can lead to more meaningful impact.

TomTom

Case: Navigate and Drive an Effective Experimentation Program

Building a structured and scalable experimentation program
TomTom stood out with a structured and data-driven approach to scaling experimentation. By combining clear growth themes, decentralised ownership, and continuous alignment, the organisation created a system that drives both quality and engagement. The strong focus on process, visibility, and employee involvement makes this a powerful example of how to build and sustain an effective experimentation culture.

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Questions?

If you have any questions about submitting a case, please contact DDMA:

Email: merelbracht@ddma.nl
Phone: +31 20 452 84 13